Amazon adds Shopify, eBay and TikTok orders to Seller Central
Amazon has begun rolling out new multichannel selling tools in Seller Central that let US sellers connect accounts from eBay, Shopify, TikTok and Walmart, import listings from those channels, and manage orders in one place at no additional cost.
The company announced the changes on September 24, 2026 in a post by Mary Beth Westmoreland, vice president of Worldwide Selling Partner Experience. Amazon said the tools will be introduced gradually to sellers in the US store over the coming months.
Amazon framed the launch around its claim that more than 95% of independent sellers in its store sell across multiple channels. According to the company, those businesses have been juggling separate dashboards, rules and reporting workflows across each platform. Amazon said products often exist as separate listings across multiple marketplaces and websites, creating extra work for sellers.
What is available now
Amazon said the current version of the tools allows sellers to:
- connect eBay, Shopify, TikTok and Walmart accounts to Seller Central
- import and link off-Amazon listings
- view multichannel sales and orders
- fulfil across channels "in a few clicks."
Setup starts from a multichannel settings page in the Settings menu in Seller Central, according to Amazon, which said connecting a channel "takes just a few clicks."
The announcement did not name an integration partner or explain the technical method used to link outside accounts.
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Orders from other channels in one queue
Amazon said sellers can use the Manage Orders page to see unshipped orders from every connected channel on one screen, including order details, customer information and fulfilment options.
In Amazon’s example, a seller using Amazon, Shopify and Walmart can select a Shopify order and send it through Amazon for fulfilment. Amazon said that once the shipment is created, tracking updates go back to Shopify automatically.
The company also said the dashboard includes every order "whether or not they use Amazon to ship it." The article said this means a seller using its own warehouse or another third-party logistics provider could still see those orders inside Seller Central.
More features are described, but not yet fully launched
Amazon also described additional capabilities in future tense, including listing updates that would allow sellers to edit a product once and have the content reformatted and updated across multiple channels.
On the Manage Products page, a seller "will be able to" update a description once for all connected channels, according to Amazon. The company also said it plans to extend its AI listing tools to create channel-ready content, including optimised titles and product details.
The source article noted that this automatic reformatting raises unanswered questions about whether sellers will be able to review or approve each channel-specific version before it goes live. It also noted that the post referred to "TikTok" rather than TikTok Shop, without specifying whether the connection covers TikTok Shop order data, TikTok advertising accounts, or both.
Profitability view remains unclear
Amazon also said the tools "will give sellers a clear, real-time picture of how much they're earning from each product, across every channel", and will "pull in ad spend, traffic, and sales data from all connected channels."
But the launch details in the post listed only account connections, listing imports, multichannel sales and order views, and fulfilment. The source article said the profitability dashboard and cross-channel ad spend view were not included in the list of launch features.
Pamela Lee, an Amazon selling partner and director of digital operations at Elizabeth Mott, was quoted in the post describing the profitability view as if she already had access to it.
"We have a team of three dedicated to reporting, and I'd estimate they spend about 5 hours at the end of each month to compile everything by logging into each channel individually", said Pamela Lee, an Amazon selling partner and director of digital operations at Elizabeth Mott. "Now, with multichannel selling tools like the profitability dashboard, we can just see it all in one view, compare performance at a high-level glance or year-over-year across our Amazon, Shopify, and Walmart channels. It saves us so much time and eliminates the need for those separate reports entirely."
The source article said Amazon’s wording and Lee’s description did not fully line up, and said some sellers may have early access, though that was not verified in the post.
Data use and access controls
A footnote in Amazon’s announcement said, "Multichannel selling tools have strict access controls in place so that a seller's data is not shared with other sellers or used to inform Amazon's retail business decisions."
Amazon also said off-Amazon data "remains secure and private, accessible to the seller for the purposes of managing their business."
The source article said the wording rules out sharing with other sellers and using the information for retail decisions, but does not address Amazon’s advertising business or marketplace offer assessment systems.
Part of a broader push inside Seller Central
The launch follows a series of recent seller-facing updates led by Westmoreland. She previously presented Project Amelia on September 19, 2024 and the autonomous version of Seller Assistant on September 17, 2025.
The source article said this latest release pushes Seller Central beyond Amazon’s own storefront and reflects Amazon’s stated aim for the platform. According to the post, "Amazon is working toward a future where Seller Central becomes the single place where independent sellers manage their entire business, not just their Amazon listings, across every channel where they sell."
Amazon also said independent sellers drive more than 60% of sales in its store.
For now, the rollout applies only to sellers in Amazon’s US store. No end date for the rollout was given, and no timetable was provided for Europe or for additional channels. The post ended with a caveat from Amazon that the multichannel selling tools "won't run their business for them."
